Weed meets luxury: Barneys is launching a cannabis shop inside its own store

Digiday 12 Feb 2019 05:01

Barneys is getting into cannabis.

In March, the luxury retailer will open a cannabis lifestyle shop on the fifth floor of its Beverly Hills flagship store and will begin to sell select cannabis accessory products on Barneys.com, according to Matthew Mazzucca, creative director at Barneys New York.

Appropriately, Barneys is calling its new 300-square-foot shop “The High End” and will sell CBD vape pens and edibles from Beboe and beauty and wellness products like facial serums and lip balms from Lab to Beauty, Saint Jane, Flora and Bast, Foria, The Good Patch and Vertly. Barneys is also working with several companies to create exclusive cannabis accessory items for the store like lighters, pipes, trays, cases, pastille dispensers from companies and like Devambez and Lorenzi Milano, and jewelry like Grindr necklaces from Good Art HLYWD.

Barneys is positioning the selling of CBD products to align the company with the home and wellness space, said Mazzucca. Instead of a test pop-up space, Barneys sees it as a new permanent category and plans on bringing “The High End” to other Barneys locations, which includes stores in San Francisco, Las Vegas, Massachusetts and New York.

“The focus is on the home wellness piece, and however CBD and THC integrate into that in the future will be adapted into that philosophy,” he said. “The timing and the speed at which these things are going to market is accelerating, and I love the fact we are riding the wave when this is all happening.”